Rule: use REAL transparency — clear contact info, disclosure, genuine outbound links (Nielsen's durable factors) — NOT seal theater; trust seals manipulate perceived security, not real trust

Rule: Use real transparency — clear contact info, named ownership, honest disclosure, genuine outbound links to credible third-party sources — not seal theater.

Why: Nielsen's four durable trust factors are design quality, upfront disclosure, comprehensive/current content, and connection to the rest of the web (Nielsen Norman Group four durable trust factors (Nielsen 1999; Aurora Harley cross-cultural study): design quality, upfront disclosure, comprehensive/current content, connection to the rest of the web — stable across decades; "a single violation of trust can destroy years of slowly accumulated credibility"). These are evidence-backed. Generic trust seals, by contrast, manipulate perceived security ("gut feeling") rather than real trustworthiness (Baymard Institute checkout research — average user's perception of a site's security is largely "gut feeling… directed by how visually secure the page looks"; PERCEIVED security ≠ real security) — Baymard's researcher-created fake seal raised perceived trust, and showing 6+ seals can trigger skepticism (Baymard Institute — researcher-created FAKE trust seal raised perceived trust; displaying 6+ seals can trigger SKEPTICISM; most household-name brands omit them entirely).

How to apply: Default a new Candid client site to: (1) a clearly-named owner/team on /about, (2) physical address + local phone where appropriate, (3) plain-English privacy/terms, (4) outbound links to industry bodies / referenced research / third-party verification where it exists. Do not load up with generic SSL/security badges; if a real third-party verification matters in the vertical (e.g., HCRA for Ontario builders), use that specific verification, not a generic seal stack.